Facts and figures
The programme at a glancePart of School
Programme information
What to expectAbout the programme
Business & Society: Glocal Perspective is a knowledge, practice and student driven programme.
There are 3 leading projects:
- Glocal Business & Consumer Behavior of 4 weeks
- Strategic Marketing & Competitive Positioning of 6 weeks
- Sustainable Business Innovation of 3 weeks.
These projects will teach you in theory and in practice how organisations work and what their success factors are in order to design your own ideas and strategies. You will have the opportunity to meet many innovative entrepreneurs based in the multicultural and popular city Rotterdam.
Method
The way we work at this programme:
Type of assessment
Presentations and in class or hand in assignments. There are no written exams.
Learning outcomes
If you have successfully completed this exchange programme then you are able to:
- Be a critical and creative marketing innovator;
- Be a global leader;
- Work together in a multi-perspective context (International, intercultural);
- Develop your intercultural proficiency level by taking control of your own learning process.
Calendar
Awarding
After completing your exchange programme at Rotterdam University of Applied Sciences, you will receive a:
- Transcript of records
Subjects
An indication of the subjects you can expectBlock 1
-
Glocal Business & Consumer Behavior - Project 1 (5 ECTS)
Glocal Business & Consumer Behavior - Project 1 (5 ECTS)
Topics
- Customer profiles
- Qualitative and/ or quantitative market research strategy
- Consumer analysis and marketing strategies
Learning materials
RECOMMENDED READING
- Infiniti Research Highlights Why Customer Journey Mapping Important for Retailers
Publication info: Entertainment Close - Up ; Jacksonville (Sep 30, 2019).
- Reimagining the customer journey
Publication info: The Banker ; London (Sep 1, 2019): 48.
- Effective customer journey design: consumers’ conception, measurement, and consequences
Author: Kuehnl, Christina1; Jozic, Danijel2; Homburg, Christian31 ESB Business School, Reutlingen University, Reutlingen, Germany2 Mainz, Germany3 University of Mannheim, Mannheim, Germany; University of Manchester, Manchester, UK
Publication info: Journal of the Academy of Marketing Science ; New York Vol. 47, Iss. 3, (May 2019): 551-568.
- The Customer Journey Differentiator These 10 Omnichannel Leaders Have Nailed
Author: Binns, Jessica
Publication info: Sourcing Journal (Online) ; New York (Feb 15, 2018).
- Retail design: the customer journey
Publication info: Marketing Week (Online) ; London (Mar 7, 2012).
- RETAIL MARKETING: Collaboration lets stores control customer journey
Author: Anonymous
Publication info: Marketing Week ; London (Aug 5, 2010): 24.
- 5 reasons every business needs buyer personas
Author: Alton, Larry
Publication info: CIO ; Framingham (Oct 3, 2016).
- 4 MARKETING TACTICS TO TRY THIS YEAR
Author: Rollender, Nicole
Publication info: Impressions ; New York Vol. 42, Iss. 10, (Apr 2019): 27-30.
Learning outcomes
- Working in a multi-perspective team;
- Examine customer profiles for local business by creating and implementing a qualitative and/ or quantitative market research strategy, adjusting standard procedures to a given case;
- Apply principles and insights of consumer analysis to marketing strategies.
-
Strategic Marketing & Competitive Positioning- Project 2 (8 ECTS)
Strategic Marketing & Competitive Positioning- Project 2 (8 ECTS)
Topics
- Competitive marketing game
- Business environment at industry and macro level
- Marketing strategy tools
- Competitive positioning
Learning materials
Recommended reading
Bibliography
-
About GoodBurry. (2019). Accessed on December 16, 2019
- Food service. (2019). Accessed on December 16, 2019, from
- Riezebos, R., Van der Grinten, J. (2012). Positioning the brand : an inside-out approach. Abingdon, Oxon: Routledge. Accessed on January 9, 2020.
- Supermarkets&wholesalers. (2019). Accessed on December 16, 2019.
- Who we are. (2019). Accessed on December 16, 2019.
Learning outcomes
- Working in a competitive environment;
- Working in a multi-perspective team;
- Examine the business environment at industry and macro level in order to assess impact of a marketing strategy and tactics on other key business areas and vice-versa (in this case: of a competitor);
- Develop a well-founded marketing plan to support the creation of value for international customers.
Total amount of ECTS: 8 ECTS (block 1 and 2)
-
Effective Business Communication (6 ECTS)
Effective Business Communication (6 ECTS)
Topics
- Creative writing
- Academic writing and critical thinking
- Presentation skills
Learning materials
Books (compulsory): Academic Writing for International Students of Business, 2nd Edition, Stephen Bailey
Learning outcomes
- To write a well-researched and well-written report;
- To write persuasively in line with marketing and sales activities;
- To present your well- researched results convincingly.
Total amount of ECTS: 6 ECTS (block 1 and 2)
-
Cultural Diversity & Leadership (6 ECTS)
Cultural Diversity & Leadership (6 ECTS)
Topics
- Diversity & Leadership within the business environment
- Intercultural proficiency
- Impact of society on global business practices
Learning materials
Books (compulsory):
- “Primal Leadership, With a new preface by the Authors: Unleashing the Power of Emotional Intelligence” by Daniel Goleman;
- “Working with Emotional Intelligence” by Daniel Goleman; S.R. Covey “7 Habit of Highly Effective People”
Articles:
- Culture & Leadership in the 21st century (an article by Remi Alapo University of Phoenix, Arizona, USA)
- Article edited from Schein, E. H. (1993). On dialogue, culture, and organizational learning. Organizational Dynamics, 22(2), 40. Retrieved from https://thesystemsthinker.com/the-process-of-dialogue-creating-effective-communication/
Learning outcomes
- Examine and apply the concepts of diversity & leadership within the business environment and present these outcomes in class
- Conduct and evaluate professional interviews
- Evaluate his/her own intercultural proficiency level, intelligence type and emotional intelligence in a well-founded report
Total amount of ECTS: 6 ECTS (block 1 and 2)
Block 2
-
Strategic Marketing & Competitive Positioning- Project 2 (8 ECTS)
Strategic Marketing & Competitive Positioning- Project 2 (8 ECTS)
Topics
- Competitive marketing game
- Business environment at industry and macro level
- Marketing strategy tools
- Competitive positioning
Learning materials
/
Learning outcomes
- Working in a competitive environment;
- Working in a multi-perspective team;
- Examine the business environment at industry and macro level in order to assess impact of a marketing strategy and tactics on other key business areas and vice-versa (in this case: of a competitor);
- Develop a well-founded marketing plan to support the creation of value for international customers.
Total amount of ECTS: 8 ECTS (block 1 and 2)
-
Sustainable Business Innovation - Project 3 (5 ECTS)
Sustainable Business Innovation - Project 3 (5 ECTS)
Topics
- Innovative and sustainable business concepts/ ideas
- Ethical & social responsibility
- Changes in society's needs
Learning materials
Recommended reading
- Achterberg, E., Hinfelaar, J., & Bocken, N. (2016). Master circular business with the value hill . Circle Economy. Retrieved from
- Ellen MacArthur Foundation. (2015). Toward a circular economy: business rationale for an accelerated transition. Retrieved from
- Ellen MacArthur Foundation. (2014). Towards the circular economy: Accelerating the scale-up across global supply chains.
- Ellen MacArthur Foundation. (2015). Growth within: a circular economy vision for a competitive Europe.
- Lieten, S. H., & van Kraneveld, M. (2018). Landfill management in the Netherlands.
- From a linear to a circular economy
- Parker, G., G., Van Alstyne, M. W., & Choudary, S. P. (2016). Platform revolution: How networked markets are transforming the economy and how to make them work for you. New York: W.W. Norton and CompanyPrint book. Available at Kralingse Zoom (loan copy) 369.1 PARK
- How is a circular economy different from a linear economy?
- Duurzaamheidskompas (Dutch only, for now) Duurzaamheidskompas (or sustainability compass) gives an overview of the policies the city of Rotterdam has regarding the broad scene op sustainability.
- Rotterdam Roofscapes. Study by De Urbanisten ordered by the municipality of Rotterdam, which gives an impression of multifunctional rooftop use in the city.
- LIFE@Urban Roofs. The European Union funded project in which we experiment with getting private investments on climate adaptation on rooftops.
- Bonciu, F. (2014). The european economy: From a linear to a circular economy. Romanian Journal of European Affairs, 14(4), 78-91.
- China’s forest cities
- MetaboliCity: a New Ecological Paradigm
- New metropolitans : smart cities
- New York’s new future: green roofing for the vertical city
- The wealth in waste
- Solar panels turn pollution into food
Bibliography
- Rotterdam roofscapes. (2015). Accessed on December 16, 2019.
Learning outcomes
- Working in a multi-perspective team;
- Develop a sustainable business idea to support the creation of value for (international) customers;
- Create innovative ideas in a changing business environment systematically;
- Formulate his own position concerning ethical & social responsibility in professional environmen;
- Assess the effect of changes in society's needs on the sustainability of the organisation's business model.
-
Effective Business Communication (6 ECTS)
Effective Business Communication (6 ECTS)
Topics
- Creative writing
- Academic writing and critical thinking
- Presentation skills
Learning materials
/
Learning outcomes
- To write a well-researched and well-written report;
- To write persuasively in line with marketing and sales activities;
- To present your well- researched results convincingly.
Total amount of ECTS: 6 ECTS (block 1 and 2)
-
Cultural Diversity & Leadership (6 ECTS)
Cultural Diversity & Leadership (6 ECTS)
Topics
- Diversity & Leadership within the business environment
- Intercultural proficiency
- Impact of society on global business practices
Learning materials
/
Learning outcomes
- Examine and apply the concepts of diversity & leadership within the business environment and present these outcomes in class
- Conduct and evaluate professional interviews
- Evaluate his/her own intercultural proficiency level, intelligence type and emotional intelligence in a well-founded report
Total amount of ECTS: 6 ECTS (block 1 and 2)
Practical matters
What you need to knowLocation
Where you can find us
